Nine out of ten pop-up advertisements on UK websites are being clicked on accidentally, causing mistrust and frustration, says new research from Bunnyfoot Universality.
Tests carried out using 60 web users revealed that 90% of click-throughs for a leading UK brand’s pop-over advertisements, were made by mistake because the ‘close’ button was so difficult to find.
It was also unveiled that users took an average of 59 seconds to close the advertisement and users experienced difficulties when trying to close it.
Bunnyfoot says that brands are increasingly using trickery, such as hiding the close button or making navigation difficult, to get users clicking on their advertisements.
An internet campaign by one leading UK brand said that it had a 20% click-through rate, however Bunnyfoot’s research suggests a much lower 2% success rate.
Head of business behaviour, Rob Stevens said: “Trickery and confusing design in pop-over adverts is becoming an alarmingly increasing trend. Achieving an over-inflated click-through rate might help brands to justify their spend but they are only deceiving themselves.”
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